Uber case (Question set - B)Uber案例

Uber case (Question set - B)Uber案例

 

新进入者和替代服务会带来什么样的竞争威胁？准备一个五种力量的竞争模型，用图表来支持你的答案。

骑乘共享被定义为一种先进的交通策略，用户可以根据自己的需要得到短期的交通工具。从经济角度看，传统出租车司机操作系统的压力越来越大，很难解决运量问题。随着服务价格成本的提高，顾客接受价格水平的难度越来越大。

总之，共享经济就是把闲置资源共享给需要的人，提高资源的利用率，并从中得到回报。共享经济的理念是：资源所有权与资源使用权相分离，共同使用而不占有。

随着Uber和共享经济的发展，许多技术从根本上挑战了行业中现有的商业模式（称为颠覆性技术），该公司面临着许多挑战，包括来自新进入者的竞争加剧和基于消费者的教育。然而，在Uber的案例中，该公司还面临关于该公司对企业社会责任和道德承诺的问题。

采购商和供应商之间的这种变化改变了美国的现代景观，引发了一种新的城市规划和城市扩张方法。传统汽车的成本远远超过价格：汽车贷款、保险、税收、燃料和维修等费用也有利息。有些成本并不明显，比如停车费、物业税、家庭车库建设成本和我们的时间价值。个人时间的价值也在计算中，分配给您每小时驾驶时间的美元是我们计算中最重要的因素之一。（商业内幕人士，2017年）

What competitive threat is posed by new entrants and substitute services? Prepare a Five Forces Model of Competition with diagram to support your answer. 

Ride sharing is defined as an advanced transport strategy, and users can get short-term transport according to their needs. From the economic point of view, the pressure of the traditional taxi driver's operating system pressure is increasing, and it is difficult to solve the traffic carrier volume. With the increase in the cost of service prices, customers are becoming increasingly difficult to accept the price level.

So in short, sharing the economy is to share the idle resources to the people in need, to improve the utilization of resources, and to return from it. The idea of sharing the economy is: the separation of the ownership of resources and the right to use the resources, and the common use without possession.

As with many technologies that fundamentally challenge existing business models in an industry, termed disruptive technology, as Uber and the sharing economy grew the company faced a number of challenges including increased competition from new entrants and educating the consumer based. However, in Uber’s case the company  also faced questions regarding the company’s commitment to corporate social responsibility and ethics.

This change between purchaser and suppliers has changed the modern landscape of the United States, triggering a new method of urban planning and spreading the city. The cost of traditional cars far exceeds the price: expenses such as car loans, insurance, taxes, fuel and maintenance also have interest. Some of the costs are not obvious, such as parking fees, property taxes, home garage construction costs, and our time value. The value of personal time is also within the calculation, and the dollar allocated to your driving hours per hour is one of the most important factors in our calculation. (Business Insider, 2017)

 

Does Uber operate as a socially responsible business? Assess the five components of Uber’s corporate social responsibility strategy. 

Uber Technologies Inc. is a global taxi technology company.When Uber entered a new city, there are always a lot of publicity, marketing and news reports. This involves a number of strategies.

1. The Uber mobile app, launched in the San Francisco area in 2010, supports smart phones for IOS and Android systems.

2. Payment method: In most city, Uber provide “upfront-pricing”; estimate quoted fare riders, before they will pay for a ride. In some cities, Uber does not offer earlier prices to calculate the price of a ride similar to a taxi meter; rider is charged in basis on of travel time and distance. (The Verge, 2017)

3. Uber fare is based dynamic pricing model, during which the higher price, high demand for recreational facilities. The same route has a different number of times at different times because of the demand and supply of the driver during the ride. (Bloomberg, 2017)

4. Uber obtains a ranges of service levels. Take example, UberPool is the cheapest level of service, allowing customers to ride with another passenger in the same direction.

5. In every journey, users and drivers can evaluate each other at a rate from 1 to 5 stars. (Dawson, 2017) Evaluation for driving. Uber can disable or otherwise punish those who did not receive high ratings of the average passenger driver; conversely, low scoring users may find their service availability is low.

 

Shared economy is the general term of a series of meanings, usually used to describe economic activities involving online transactions. An increase in the activity of sharing can be recognized by the increasing number of firms have started to appear, and then explosive growth in the market. Customer values in the sharing economy have been almost related with rational customer consideration and emotional benefits.  

More important, the shared economy can be defined as a "socioeconomic ecosystem" based on the sharing of human and material resources. It includes the co creation, production, distribution, trade and consumption of goods and services by different people and organizations.

With what strategic issues should Uber management be most concerned with going forward into 2018? 

Uber has been the object of protests and lawsuits from taxi drivers and taxi companies all over the world. These groups claim that Uber bypassed the license and safety method of local, and leads to unfair competition. 

Also for example, in August 2017, Uber accepted a decision by the Federal Trade Commission, and admit the mistake of personal information of consumers are closely monitoring the internal access, which points Uber failed to fulfill its commitment to provide reasonable safety of consumer data.

In addition, the lack of Uber investigation on the driver's background and the lack of monitoring and management of drivers often cause security problems.（Elizabeth Hu, 2014)

 

Reference

F. Todd Davidson, Michael E. Webber, The Conversation, Using only Uber or Lyft is cheaper than owning a car for 25% of Americans - here’s how to know if you apply, Business Insider

"Uber will now charge you extra if your driver has to travel longer to reach you". The Verge. Retrieved2017-12-08.

"Uber Starts Charging What It Thinks You're Willing to Pay". Bloomberg.com. 2017-05-19. Retrieved 2017-12-07.

 Steve Dawson (February 17, 2017). "How to Drive for Uber – Uber Requirements in 2017". Gazette Review.

Elizabeth Hu (June 12, 2014). "Uber's Rapid Growth Pits Innovation Against Existing Laws". NPR Morning Edition.